This research, based on 20 brand placement campaigns for 17 brands in 11 Belgian entertainment shows, uses the mixture modelling technique to identify the optimal mix of brand placement types in a programme. View Summary

This research, based on 20 brand placement campaigns for 17 brands in 11 Belgian entertainment shows, uses the mixture modelling technique to identify the optimal mix of brand placement types in a programme. It determines the ideal proportions of prop placements (branded products that are put on display during the programme, without active interaction between the product and a person), interactive placements (placements that entail interaction between a branded product and a person), and look-and-feel placements (branding elements that are visually incorporated in the scenery of the programme) to maximise brand attitude and brand recall. Controlling for programme connectedness, brand attitude is maximised when all brand placements in a programme are interactive. The optimal mix for brand recall is more diverse, and changes for consumers with different viewing frequencies. For light viewers, 39% interactive and 61% prop placements should be used. For consumers with high viewing frequency, a relatively larger proportion should be allocated to interactive placements (44%).

The purpose of the current study was to analyze both the relationship between spot length and unaided recall in a real-world environment and the direct effect on recall of other advertising break-planning variables. View Summary

The purpose of the current study was to analyze both the relationship between spot length and unaided recall in a real-world environment and the direct effect on recall of other advertising break-planning variables. These variables included the position of the break in relation to the television program, the degree of advertising clutter in the break, indicating the break’s duration, the spot’s relative position in the break, and primacy and recency effects. The authors also examined whether, and to what extent, these variables moderate how spot length affects recall, as recall, ultimately, depends on the interaction of all planning variables.

3

TV targeting: Is this the beginning of the end for age and gender targets?

Includes video content

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Pete Doe, ARF Experiential Learning, Audience Measurement, June 2016

This article questions the use of outdated targets when buying TV, showing how linear TV is beginning to exploit the proliferation of data.

This article questions the use of outdated targets when buying TV, showing how linear TV is beginning to exploit the proliferation of data.

It argues that age and gender targets have persisted because they are simple and available: they provide a common and unambiguous point of agreement between buyer and seller.

Advanced targets inevitably increase the complexity of the discussion, but they offer gains for buyers, sellers and viewers.

In order for the full potential to be realized there needs to be collaboration across the industry, particularly between media owners who stand to gain most by presenting unified capabilities to advertisers who understand and value linear TV.

4

Studying the effectiveness of messages in isolation is missing the point

This article relates the findings of a MarketShare big data simulation to create a complete simulated world in which it was clear how advertising influenced purchase decisions, and then to run various attribution approaches to see how close these approaches came to actually measuring the real influence of ads.

This article relates the findings of a MarketShare big data simulation to create a complete simulated world in which it was clear how advertising influenced purchase decisions, and then to run various attribution approaches to see how close these approaches came to actually measuring the real influence of ads.

Using a method called microsimulation, the research was able to re-create behaviour and development of these entities over time, on a sample the size of the US population.

Other information beyond event logs can have a significant impact on attribution outcomes – with overall accuracy improving by as much as 45% once these features are included.

A flexible model form that can incorporate information at individual and also at aggregate level is required to represent the dynamics of the typical consumer market in the simulation.

This article details a winning case study of the Excellence in Pioneering Analytics Innovation award category from the 2015 Genius Awards. View Summary

This article details a winning case study of the Excellence in Pioneering Analytics Innovation award category from the 2015 Genius Awards. The Genius Awards were created in 2013 by the analytics software provider MarketShare (now a Neustar Solution) to emphasize the importance of connecting marketing to actual business results. The article describes how the media company Turner applies data-driven analytics to the entire media process – from planning, to targeting, to measuring. Now Media, created by Turner in 2012, is a data-driven platform which fuels advanced analytics to enable better media planning and true return on investment measurement.

7

Why Marketers Should Be More Transparent with the Ad Agencies They Hire: Media Planners Say Their Relationships with Clients Suffer from Gaps in Marketers’ Information

The agency–client relationship is like a marriage: Without nurturing, it falls apart. Agency–client relationships, in fact, have a much shorter life span than they used to, and the authors of the current article surveyed media planners across the United States to find out why. View Summary

The agency–client relationship is like a marriage: Without nurturing, it falls apart. Agency–client relationships, in fact, have a much shorter life span than they used to, and the authors of the current article surveyed media planners across the United States to find out why. Beyond competitive fees, one reason offered by these agency staffers was prevalent: Marketers need to do a better job communicating with the agencies they hire—not only about their needs but also about their other marketing tools and resources. Such increased sharing, the planners noted, would make agencies more engaged with marketers’ businesses and brands and give the agencies the tools they need to produce appropriate outcomes.

8

From Message Sent to Message Received

Includes video content

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ARF Experiential Learning, Audience Measurement, June 2015

This paper argues that before planning communications, brands should understand how people are experiencing its brand, and explains how this can be done with reference to the experience of Delta Airlines.

This paper argues that before planning communications, brands should understand how people are experiencing its brand, and explains how this can be done with reference to the experience of Delta Airlines.

Too often analysis of brands focuses on the messages being pushed out, but marketers should look more closely at how people are experiencing the brand instead.

A new tool tracks four metrics in real time - the brand, the occasion, how the experience made people feel, and how much it persuaded them.

It revealed that paid media often accounts for less than 50% of the brand experience and 'share of experience' correlates more closely with market share than 'share of voice'.

Delta Airlines has used this analysis to get a firmer understanding of how its touchpoints work together to create experiences for different audiences - and how it can adapt its strategy to persuade more people.

9

The fascinating and frightening multiscreen consumer: How to deal with the always-on consumer, anywhere

Includes video content

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Flávio Ferrari and Vanessa Mathias, ESOMAR, Latin America, April 2015

This paper explores the issues around multiscreening for brands in Brazil, arguing that marketers need to adapt to deal with 'always on' consumers.

This article is a tribute to the late Erwin Ephron, tracking his progress from audience research at Nielsen to co-founding an ad agency and becoming a massive industry figure. View Summary

This article is a tribute to the late Erwin Ephron, tracking his progress from audience research at Nielsen to co-founding an ad agency and becoming a massive industry figure. Ephron's use of words and clarity of expression was not just a talent, but something he worked hard at. This ability transferred well into his writing and presentations at industry conferences, of which he was the unmissable highlight.

12

Second-by-Second Analysis of Advertising Exposure in TV Pods: The Dynamics of Position, Length, and Timing

This study explores how message delivery may differ for television commercials that appear in various pod positions. View Summary

This study explores how message delivery may differ for television commercials that appear in various pod positions. Channel changing at the onset of commercials often may lead to higher exposure levels for advertisements in the first pod position. When advertising pods are relatively long, viewers may return within the pod, so commercials in the first and last pod positions may have higher exposure levels than commercials in middle pod positions. The set of advantageous pod positions, however, can differ in commercial breaks that appear near the beginning and end of programs. Ideas for audience measurement, media buying, and advertising creative are developed.

13

The Future is Now: In Pursuit of a More Efficient and Effective Media Strategy

Poltrack and Bowen share a system that allows advertisers to have a 360-degree perspective of their core prospects with regard to media consumption, which will enable marketers to move beyond pure dem...

Poltrack and Bowen share a system that allows advertisers to have a 360-degree perspective of their core prospects with regard to media consumption, which will enable marketers to move beyond pure demographic reach to quality reach.

14

Reach/Frequency and Optimization Challenges as Traditional Media Go Digital: A solution from out-of-home

Includes video content

Recommended by Warc editors

Trends

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Tony Jarvis and Pete Walsh, ESOMAR, WM3, Berlin, October 2010

The ‘long tail’ of digital media creates new challenges, not only for audience measurement but also for the design of media research databases, analytical systems and reach/frequency models. View Summary

The ‘long tail’ of digital media creates new challenges, not only for audience measurement but also for the design of media research databases, analytical systems and reach/frequency models. Current reach/frequency and optimization models generally work from the ‘bottom up’, as individual media units are selected and combined one at a time. This presentation describes a ‘top down’ solution for Out-of-home and its broader implications for increasingly fragmented media, notably digital and on-line, whose currencies are produced by the integration of diverse data sets.

This paper seeks to demonstrate how 'new' media targeting can work from a people-centric perspective. View Summary

This paper seeks to demonstrate how 'new' media targeting can work from a people-centric perspective. Researchers spoke to hundreds of people about a wide range of categories and deconstructed their experiences in their own words. From this they established 16 keywords that can be used to quantify the mind and mood of any person in any media context. The authors state that the resulting Engage model is not a replacement for strategy, but is best used as a query tool to help inform decision-making in marketing communications. A number of case studies are cited to support the authors' argument.

16

How More Precise Magazine Inputs Can Improve Media Mix Modeling: The Impact of More Balanced Metrics on ROI

This article summarises two papers: "Magazines & Media Mix Models: Prescription for Success" and "Better Representing Magazine Effects in Marketing Mix Modeling" presented at the October 2009 Worldwide Readership Research Symposium in Valencia, Spain. The papers took different approaches toward a problem that each independently recognized: Media-mix modeling has become a vibrant part of the media-evaluation process, but accurate outputs require quality inputs. Often there is a wide variation in how magazine data are provided to modeling companies. "Better Representing Magazine Effects in Marketing Mix Modeling" earned the Chairman’s Award for the best paper from more than 50 presented at the Symposium.

This presentation reviews results from the Global Web Index, a 16-market syndicated study exploring web behaviour and social media usage. The study focuses on the impact of increased involvement in social media on consumer behaviour, attitudes, purchasing and marketing communications. The impact of social media is examined to understand adoption trends and impact, including the motivation to use the web, global trends in social media engagement, usage behaviour inside social networks, blogs, and consumer perception of brands in social media. The results assess the true impact of social media and the increasingly consumer driven web.

In an era of belt tightening, retrenching, and doing more with less, The Coca-Cola Company introduced an innovative way to maximize insights and minimize costs. View Summary

In an era of belt tightening, retrenching, and doing more with less, The Coca-Cola Company introduced an innovative way to maximize insights and minimize costs. The successful formula was SPAN or Segmentation of People, Attitudes, and Needs. SPAN links proprietary consumer research with syndicated lifestyle and media research on a global scale and provides enhanced and integrated insights. The benefits of SPAN seen by The Coca-Cola Company are better portfolio planning and targeting, better connections and media planning, and more effective and efficient media investment.

This paper discusses how the market research company Nepa and Sweden’s largest TV channel TV4 have developed a new way of looking at buying media space. View Summary

This paper discusses how the market research company Nepa and Sweden’s largest TV channel TV4 have developed a new way of looking at buying media space. The model – Touchpoint – is a two-dimensional map that measures the characteristics of a brand’s image on an Extrovert/Introvert- and Ego/We-scale. It is used to match an advertiser’s brand with a suitable media vehicle according to brand image and positioning. The claimed advantages are a good fit between the brand and the media vehicle and a consistency of brand positioning can be maintained across platforms.

20

Future media trends 2015 - Different scenarios for the future of media and media usage

This paper discusses the approach and overall findings of the the "Future media trends 2015: Different scenarios for the future of media and media usage" study, developed by the Rheingold Institute in Cologne for a range of German TV and media companies. View Summary

This paper discusses the approach and overall findings of the the "Future media trends 2015: Different scenarios for the future of media and media usage" study, developed by the Rheingold Institute in Cologne for a range of German TV and media companies. Using a qualitiative approach grounded in the notion of "liquid modernity", it explores how the future of media and will be shaped by the relationship between the revolution in technology and the corresponding evolution in human behaviour. The risk for television is that it is not "liquid enough" to survive in the future. However, such shortfalls might be offset by the fact that it still benefits from having the near-exclusive function of providing a "shelter in life", aided by developements such as timeshifted viewing, HDTV, large screens and enhanced audio.

21

“Make Measurable What Is Not So”: Consumer Mix Modeling for the Evolving Media World

Today’s common measures of reach, frequency, share-of-voice, and cost-per-point are very factual, but unfortunately they lack an evaluative assessment of the quality of attention to the advertising, the brand impact, efficiency, and value to the brand. View Summary

Today’s common measures of reach, frequency, share-of-voice, and cost-per-point are very factual, but unfortunately they lack an evaluative assessment of the quality of attention to the advertising, the brand impact, efficiency, and value to the brand. Advertising recall does not follow media consumption. High share-of-voice is not efficient. Creative content is critical. And different touch-points work in different ways, for different goals. This article reviews several issues that need to be considered for proper media measurement and introduces consumer mix modeling to help make measurable what is not so. Media planners need such an approach to better measure their holistic marketing programs and to understand the impact, by target, on the different brand objectives.

The explosion of new media options has been greeted with a mixture of optimism and opportunism on the one hand, and confusion and concern on the other. View Summary

The explosion of new media options has been greeted with a mixture of optimism and opportunism on the one hand, and confusion and concern on the other. Advertisers all know it is increasingly important, but uncertainty remains about how to engage with this media, and, more important, its users. This paper discusses research by Synovate which aims to 'plot' different countries on the worldwide media map. In pays particular attention to the UK, as an exemplar of western Europe, and to Singapore and Thailand, which can be considered useful representatives of Asia. Among the findings are that the UK is home to mutually exclusive user groups with media chosen to reflect identity needs; in Asia, user groups are more universal, with media being chosen to reflect mood, experience and image needs. Brand owners also have to balance co-creation - which allows consumers to express themselves - with offering security and acceptance. The exact nature of this balance depends will depend on the country concerned.

This paper describes the creative approach of the newly developed Communication Index (CI), which compares the diverse communication patterns of China and India and potential marketing applications. View Summary

This paper describes the creative approach of the newly developed Communication Index (CI), which compares the diverse communication patterns of China and India and potential marketing applications. The index measures the abilities of Chinese and Indians to exchange information through their domestic media technologies and interpersonal networks. CI provides marketing professionals with an effective tool to identify all-important 'influencers' and measure their ability to impact these two rapidly developing markets. The results are based on extensive quantitative surveys with 3,500 residents in both China and India.

This paper analyzes the current position of Latin Americans regarding the changing technological environment and their access to new communication media. View Summary

This paper analyzes the current position of Latin Americans regarding the changing technological environment and their access to new communication media. Economic disparity among social groups makes possible the identification of groups with higher purchasing power and therefore access to new platforms, this is called 'digital inclusion'. Another group, equally important but in a radically opposed condition, is far from technological platforms that open new communication dynamics; this is known as 'digital exclusion'. The paper aims is to understand the dynamics of media consumption in the Latin American market based on these significant poles: the digital included and excluded.

25

How to spend a thousand dollars in Asia: a new heuristic to aid channel planning

This paper describes how the mainstream media channels are fragmenting across Asia, and new digital communications possibilities are proliferating. View Summary

This paper describes how the mainstream media channels are fragmenting across Asia, and new digital communications possibilities are proliferating. With so many new channels to experiment with, and so little research data to evaluate them all, there is a need for new, data-driven judgment tools to aid multi-media channel planning. For the first time ever, this study compares 20 familiar and new media channels across 12 Asian markets by asking the same simple question, 'What do you get for US$1,000?', leading to many insights and opportunities for marketers and their agencies.